Module Database Search

Module Title
Business Creativity

Innovation, Decision Making, Creativity, Market Research, Cooperation, New Product Development, Critical Thinking, Opportunity Recognition, Entrepreneurial Models.

SCQF Points15
ECTS Points7.5
CreatedApril 2007
ApprovedJune 2013
AmendedJuly 2014
Version No.4

This Version is No Longer Current
The latest version of this module is available here
Prerequisites for Module

None in addition to SCQF Level 10 entry requirements or equivalent.

Corequisite Modules


Precluded Modules


Aims of Module

To enable learners to understand the new product/service development process in a European context, focusing on the idea generation and idea screening stages. In addition to the need for an innovative and creative approach, learners will need to combine these skills with a formal market research process, using a range of techniques to determine viability and the full potential for commercialisation of their idea.

Learning Outcomes for Module

On completion of this module, students are expected to be able to:

1. Apply creative thinking skills and the use of creative techniques to explore extended problem solving.
2. Evaluate and research an entrepreneurial idea.
3. Determine and analyse opportunities encountered by new enterprise starts within the European environment.
4. Critically appraise the nature of the entrepreneurial personality in the context of relevant academic models and theories.
5. Examine the impact of intercultural competencies on team working in a European context.

Indicative Module Content

Overview of idea generation and opportunity evaluation; creative problem solving and innovation techniques; group dynamics and leadership; the entrepreneurial personality; models of entrepreneurial behaviour; intercultural competencies in the European environment; critical thought processes and multi-cultural group decision making; the role of marketing research in management decision making; practical research applications; resource assessment; entrepreneurial marketing strategies; EuroPreneurship strategies; developing presentation skills.

Indicative Student Workload

Contact Hours

Full Time
Full time

Directed Study

Full time

Private Study

Full time

Mode of Delivery

The module is delivered by lectures, interactive group work potentially involving students from partner European institutions, idea check up sessions, case study tutorials and directed self-study.

Assessment Plan

Learning Outcomes Assessed
Component 1 1,2,3
Component 2 4,5

Team Presentation (30%)

Report (70%)

Indicative Bibliography

1.BURNS, P., 2016. Entrepreneurship and small business; start up, growth and maturity. 4th ed. London: Palgrave.
2.DEAKINS, D. and FREEL, M., 2012. Entrepreneurship and small firms. 6th ed. Maidenhead: McGraw-Hill Higher Education.
3.STOKES, D. and WILSON, N., 2017. Small business management and entrepreneurship. 7th ed. Andover: South-Western Cengage Learning.
4.BESSANT, J., and Tidd, J. 2015. Innovation and entrepreneurship. 3rd ed. Hoboken: John Wiley and Sons.
5.DUBINA, I., 2016. Creativity, innovation and entrepreneurship across cultures: theory and practices. New York: Springer

Robert Gordon University, Garthdee House, Aberdeen, AB10 7QB, Scotland, UK: a Scottish charity, registration No. SC013781